Sweden Could Forbid Babies in Formula Ads

Sweden is considering passing a new law which would put limitations on advertising for formula. If passed, the law would forbid formula ads from showing pictures of babies and would restrict formula advertising to scientific journals only. Free samples and discounts on formula would also be nixed, as would any claim that formula is just as healthy as breastfeeding.

The Swedish government proposed the law to align with the World Health Organization's recommendation of exclusive breastfeeding for the first six months of life.According to Sweden's news site The Local, 90 percent of Swedish moms breastfeed—but many do so because they feel forced to follow the "breast is best" mantra, even if breastfeeding is difficult for them. Like the pro-breastfeeding"Latch on NYC" initiative introduced earlier this year in New York City, the Swedish law is getting pushback from moms who (for whatever reason) can't or won't breastfeed.